INFLUENCER MARKETING: ASSESSING THE CREDIBILITY AND IMPACT OF SOCIAL MEDIA INFLUENCERS

Abstract

In the contemporary digital landscape, influencer marketing stands as a cornerstone strategy for businesses aiming to connect with their target audiences. This study delves deep into the multifaceted world of influencer marketing, specifically focusing on assessing the credibility and impact of social media influencers on consumer behavior. Drawing upon an extensive literature review and employing advanced statistical methodologies, this research unveils critical insights into the dynamics that govern influencer marketing effectiveness. The study addresses a significant research gap by comprehensively evaluating the credibility of social media influencers, considering dimensions such as authenticity, expertise, and reliability. The primary objective is to unravel the intricate interplay between influencer traits and consumer trust, as well as their subsequent influence on purchasing decisions. The research problem centers on discerning the nuanced aspects of influencer credibility and its direct repercussions on consumer behavior within the context of influencer marketing campaigns.